Effective Communication – Simply Not Just a Message in a Bottle

Traditional CommunicationEvery brand seeks to establish a competitive advantage in the marketplace. Since the invention of the modern printing press to the evolution of the world-wide-web, communication has constantly become a critical success factor in the marketing/promotional mix.

With the emergence of digital mediums and devices, communication between brands and customers has become much easier – but much more sophisticated and complex. Due to the importance of effective communication through various media the term ‘Integrated Marketing Communication’ was coined to manage this process Continue reading “Effective Communication – Simply Not Just a Message in a Bottle”

Destination Gozo – 15 Destination Marketing Challenges

Beyond consumer products and services, destinations also need to be marketed. But as marketing is not just about fancy advertising, a well-managed integrated marketing mix is essential to contribute to the destination’s development.

Destination marketing is more complex and challenging due to the fragmentation of existing interests of the various tourism stakeholders.  Using the 15 Cs framework advocated by British tourism management scholar Alan Fyall, we attempt to evaluate the future marketing challenges of destination Gozo.

Continue reading “Destination Gozo – 15 Destination Marketing Challenges”